It turns out it’s a lot harder getting started than you’d expect. According to Jones, “There are up to 200 vendors in the marketing automation universe, and probably only 40 that really matter. The single greatest challenge users face when evaluating vendors is understanding the differences in functionality between them.” Fundamentally, marketing automation refers to software designed for marketing departments to automate repetitive tasks. However, today it is just as much about coordinating and delivering relevant messages and experiences, regardless of channel. More than two-fifths (43 percent) of marketers say that marketing automation enables them to touch at least half of the customer journey. Nearly a third (30 percent) of respondents say it is over 70 percent. Get the full story at VentureBeat